Born to buy : the commercialized child and the new consumer culture
Author(s)
Bibliographic Information
Born to buy : the commercialized child and the new consumer culture
Scribner, 2004
- Other Title
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Commercialized child and the new consumer culture
Available at 5 libraries
  Aomori
  Iwate
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  Niigata
  Toyama
  Ishikawa
  Fukui
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  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
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  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
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  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
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  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
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  United States of America
Note
Includes bibliographical references (p. 247-258) and index
Description and Table of Contents
Description
Over the last fifteen years children's spending power has mushroomed to an estimated USD30 billion in direct purchases and another USD600 billion of influence over parental purchases. Advertising and marketing has exploded alongside expenditures and now totals more than USD12 billion a year. Ads targeted at children are virtually everywhere - in schools, museums and on the internet - and strategies for capturing the child wallet have become ever more sophisticated. Marketers are intruding into a child's most private space, organizing stealthy peer-to-peer viral marketing efforts, and using high tech scientific research methodologies. Together, these trends have led to a pervasive commercialisation of childhood in the West. By eighteen months babies can recognize logos, by two they ask for products by brand name. During their nursery school years children will request an average of twenty-five products a day, by the time they enter primary school the average child can identify 200 logos and children between the ages of six and twelve spend more time shopping than reading, attending youth groups, playing outdoors or spending time in household conversation.
On the basis of first-hand research inside the advertising industry, BORN TO BUY lays bare the research, messages and marketing strategies being used to target children, and assesses the impact of those efforts.
by "Nielsen BookData"